One of Signode Corporation's segments was identified as large and extremely knowledgeable customers who actively considered the price versus service trade-offs but often placed price over service. This segment is:
a. bargain hunters.
b. transaction buyers.
c. programmed buyers.
d. relationship buyers.
e. none of the above.
Question 2Which of the following is TRUE?
a. External validity is concerned with the issue of whether or not the specific treatment in which the researchersare interested has actually brought about the effect they have observed.
b. A consumer good purchase experiment conducted in a mock-up store is more externally valid than the sameexperiment in a real store setting.
c. External validity deals with the problem of projecting one's results from the experimental setting to the realworld.
d. Both A and C.
e. A, B, and C.
Question 3The ____ is the consumer's perception of the way we want things to be.
a. desirable stimulation level
b. ideal state
c. actual state
d. optimal stimulation level
e. real condition
Question 4Customers who are reluctant to purchase new product versions are:
a. overshot customers.
b. undershot customers.
c. nonconsuming customers.
d. underline customers.
e. none of the above.
Question 5In regard to internal and external validity
a. you can't have one without the other.
b. procedures used to establish internal validity will also establish external validity.
c. they are matters of degree rather than all-or-nothing propositions.
d. neither is important in laboratory experiments.
e. internal validity is a much more important issue in marketing than external validity.
Question 6Buick put out a computer disk with pictures and information about new cars. Buick hoped that by viewing this information, consumers would realize that now might be a good time to buy a car. That is, they hoped consumers would enter into a state of
a. problem recognition.
b. internal search.
c. postpurchase evaluation.
d. information storage.
e. behavioral intentions.
Question 7A successful implementation of a segmentation strategy requires attention to:
a. how should the sales force be organized.
b. what adaptations will be needed to serve selected international market segments.
c. which media outlets can be used to target advertising at a new segment.
d. all of the above.
e. (b) and (c) only.
Question 8Which of the following is FALSE?
a. A laboratory experiment is conducted under artificial conditions while manipulating some marketing variablesand controlling others.
b. A field experiment is conducted in a natural or realistic setting in which one or more independent variables aremanipulated by the experimenter under as carefully controlled conditions as the situation will permit.
c. Laboratory experiments are distinguished from field experiments primarily in terms of the degree of controlover the variables, e.g. price, being manipulated.
d. The specially designed conditions of a laboratory experiment provide more control than a field experiment.
e. None of these statements are false; they are all true.
Quick Reply
